from information to emotions
TRANSCRIPT
![Page 1: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/1.jpg)
@cginisty
From information to emotions
Christophe Ginisty
Creator of the ReputationWar cycle of conferences
Senior Director & Head of Digital FTI consulting
![Page 2: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/2.jpg)
@cginisty
![Page 3: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/3.jpg)
@cginisty
![Page 4: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/4.jpg)
@cginisty
![Page 5: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/5.jpg)
@cginisty
![Page 6: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/6.jpg)
@cginisty
Information
Emotion
Illustration Appropriation
Sharing
Message life cycle
![Page 7: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/7.jpg)
@cginisty
What is our objective?
![Page 8: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/8.jpg)
@cginisty
Through the years
1984
“Public Relations is the practice
of managing the spread of
information between an
organization and the public”
(in Dr James Grünig’s academic
bible on Public Relations)
2010
“PR is a strategic communication
process that builds mutually
beneficial relationships between an
organization and their publics”
(Professionals and voters on
the PRSA website in 2012)
![Page 9: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/9.jpg)
@cginisty
Information
Emotion
Illustration Appropriation
Sharing
Message life cycle
Here is the
turning point
Here is the
objective
![Page 10: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/10.jpg)
@cginisty
How do we get there?
![Page 11: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/11.jpg)
@cginisty
MONITOR (Get inspired)
SPEAK (Capture and Inspire)
RESPOND (Interact and
be social)
DIVERSIFY CONTENT
The smart PR matrix
![Page 12: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/12.jpg)
@cginisty
It’s all about reputation management
![Page 13: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/13.jpg)
@cginisty
Communications
Behaviors
Competition
Trends
Beliefs
Legacy
Expectations
Personal experience
Media coverage
RATIONAL EMOTIONAL
![Page 14: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/14.jpg)
@cginisty
You work on your image
![Page 15: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/15.jpg)
@cginisty
You earn your reputation
![Page 16: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/16.jpg)
@cginisty
Reputation tells the future
![Page 17: From information to emotions](https://reader031.vdocuments.us/reader031/viewer/2022030315/5881b1321a28abdd348b53d7/html5/thumbnails/17.jpg)
@cginisty
Thank you. (and let’s meet again in Paris on Jan 15th 2016)